Test for Success: Constructing Campaigns for Future Success

David M. LawsonVice President, Market Strategy

Kintera, Inc.

Matthew BrineyVice Presidentemotive, LLC

Getting Connected

The Value of Multi-Channel Supporters

• Multi-channel retail buyers have 2-4 times the spend of single-channel buyers.

• Multi-channel banking customers are 25-50% more profitable than single-channel customers.– Source: McKinsey & Company

Connected Giving

Multi-Channel FundraisingSegments Direct Mail Online Telemarketing Special Events Major Gifts Planned Gifts

A

B

C

D

Multi-Channel DonorsSegments 1-Channel 2-Channels 3-Channels 4-Channels 5-Channels 6-Channels

A

B

C

D

1. The American Cancer Society

The ACS has so many programs and means of support and education for patients and their families! From classes that boost the self esteem of chemotherapy patients, to fund raisers that really do bring people together, it was impossible that the ACS didn't make this list.

2. Gilda's Club

Gilda's Club's motto is "Living with Cancer? Come as you are!" This organization was founded in honor of Gilda Radner, who lost her battle with cancer years ago. Their mission is to focus on living with cancer and offer emotional and social support. This is by far one of my favorites.

3. Walter Payton Cancer Fund

The greatest part about this organization is that .99 cents of every dollar goes to cancer research. Connie Payton, wife of deceased Walter Payton, founded this fund in memory of her husband.

4. The Lance Armstrong Foundation

Not only is Lance Armstrong a champion cyclist, he is a cancer survivor. Lance founded this organization to advocate cancer survivorship. Their motto is "Live Strong" and is an excellent support web site for patients of all ages.

5. The Susan G. Komen Breast Cancer Foundation

Founded because of a promise between two sisters, the Susan G. Komen Breast Cancer Foundation hopes to eradicate the disease. They are one of the best when it comes to cancer organizations.

1. Susan G. Komen Breast Cancer Foundation

When Nancy Brinker's sister, Susan, died of breast cancer at the young age of 36, The Susan G. Komen Breast Cancer Foundation was formed. Now, 20 years later, the organization has become a world wide respected leader in breast cancer information and funding source.

2. Y-ME National Breast Cancer Oragnaization

Y-Me is one of the best breast cancer sites on the web today. You will find information about breast cancer, advocay issues, and even resources for newly diagnosed and veteran breast cancer patients.

3. American Cancer Society

The American Cancer Society gives factual information relating to breast cancer. Not only will you find stats, breast cancer basics, but a message board that allows people to post questions or to seek support.

4. National Breast Cancer Foundation

The National Breast Cancer Foundation is an organization raises breast cancer awareness and has an incredible mammogram assistance program for women who cannot afford mammograms.

5. Breast Cancer at About.com

Guided by a breast cancer survivor, About Cancer gives information for patients, families, and anyone interested in learning more about breast cancer.

6. National Cancer Institute

If you are looking for factual, accurate information about the basics of breast cancer, the National Cancer Institute breast cancer site is for you. It also includes information about clinical trials and future breast cancer treatment.

7. BreastCancer.Org

Breastcancer.org is a non-profit organization aimed at raising breast cancer awareness. Their site contains must know breast cancer information for patients, families, and anyone interested in learning more about breast cancer.

8. Mothers Supporting Daughters with Breast Cancer

MSDBC is a support organization for mothers who have daughters battling breast cancer. It provides the means and resources for mothers help in their daughter's fight.

Women on the Net

• What Do Women Want ... On the Net?

– Advertising Age – February 11, 2008 http://adage.com/print?article_id=124948

• 2007

– Women became more than 50% of online users

– Women’s community sites such as iVillage and Glam Media was up 35%

– Political site visits also increased by 35%

– Increased viewing on online video

– 54% shopped online

• 68% with Household Income of $100K+

– 84% used the internet for health information with 50% using it more than their doctors.

Resources• http://emacoalition.org/

– Email Accuracy Measurement Coalition• http://www.mailermailer.com/metrics/

– Email Marketing Metrics Report• http://www.pewinternet.org/PPF/r/237/report_display.asp

– Pew Internet Internet & American Life Project• Online Shopping February 13, 2008

• http://www.pewinternet.org/PPF/r/231/report_display.asp– How people use the internet, libraries, and government agencies when they need

help December 30, 2007• http://www.pewinternet.org/PPF/r/232/report_display.asp

– Pew Internet Project Data Memo on Video Sharing• http://www.comscore.com/press/release.asp?press=2002

– Video Market Report